Public Relations vs. Marketing – What’s the Difference?

There are a lot of blurred lines when it comes to public relations and marketing. They intertwine so seamlessly that it can be easy to mistake one for the other. Often times when I tell others I work in PR, they’ll usually respond with something along the lines of “oh, so like, you do marketing?” This is usually when I take a deep breath and go into a “well…” explanation.

 

When I was first deciding on what career path I wanted to take in college, all I knew was that I would have to end up taking business classes if I wanted to major in marketing. Which meant math. *Gulps.*  I ultimately chose the public relations route, which I quickly realized was actually pretty similar to marketing. So, what exactly is the difference between PR and marketing? While both industries use similar methods and tactics to achieve results, they ultimately have separate end goals. Let’s take a look.

 

DEFINITIONS

  • Public Relations: PRSA defines public relations as a strategic communication process that builds mutually beneficial relationships between organizations and their publics. PRSA goes further on to say that PR is about influencing, engaging and building a relationship with key stakeholders across countless platforms in order to shape and frame the public perception of an organization. At Dittoe PR, we pride ourselves on our proven successes with media relations (i.e. Columbus, Aardvark Straws, Western Golf Association, Stericycle Environmental Solutions and more). Not only do we focus on building relationships with media, but we help build the reputation of our clients’ brands, too.

 

  • Marketing: On the flip side, marketing is the action of promoting and selling products or services, including market research and advertising. It’s the process of teaching consumers why they should choose your product or service over those of your competitors.

 

GOALS

  • Public Relations: The goal of PR is to help create awareness and trust for a business or brand. As PR professionals, it’s our job to communicate with various audiences to help generate overall awareness and make others believe in the brand. Building this foundation can help a business build brand recognition within audiences and stand out against its competitors. Our goal is to create a trusted relationship with all of our audiences.

 

  • Marketing: The goal of marketing to create a demand for products or services. Marketers help generate demand in audiences by triggering a response and then directing individuals to a product (or service). A marketer’s goal is to eventually create an interested buyer.

 

TACTICS

  • Public Relations: This is often where the lines get blurred. PR and marketing use very similar tactics and methods for different end results. PR professionals rely on media relations efforts to create relationships with media members. Building these relationships can help to create awareness of a business, brand and/or product. We often used earned media efforts, meaning we don’t pay for a mentions or spotlight features; instead, media members will write a story or mention you in a roundup piece, often times solely because a relationship has already been built.

 

  • Marketing: Marketers often used paid media efforts to achieve their goals. Again, this is where things can start to intertwine, because many marketers will end up using tactics PR professionals use with media. It’s just as important to create meaningful relationships with media members. However, marketers will spend advertising dollars to generate overall demand in a product or service.

 

Bottom line: PR uses media to create awareness; marketing uses media to generate demand.

 

Ultimately, when used together, PR and marketing are a force to be reckoned with. When used properly, PR and marketing can encourage people to tell each other about a new restaurant, trust that the restaurant has good food, visit the restaurant and finally buy a meal.

 

Think your business or organization could benefit from public relations? Or interested in hearing more about our full list of services? Contact Lauryn Gray at lauryn@dittoepr.com today.

Five Skills to Take PR Pros to the Next Level

There’s no doubt about it – PR is no longer just press releases. While media relations and communication skills cannot be understated, exceptional public relations pros will know how to utilize non-traditional skills to stand out and make an impact for their clients.

 

The way we communicate is constantly changing, which means PR professionals need to adapt quickly and creatively to share their message. If you want to get ahead and pick up a few tips and tricks to add to your toolbox, here are a few great places to start.

 

Invest in some design skills.

Being able to make an eye-catching infographic to wow your client no longer requires years of design school. Graphic design and public relations are often thought of as two separate disciplines, but a good campaign is strategic and cohesive. Being able to create a great design, whether it is for an infographic or a poster, can increase your impact. You can check out some video tutorials online (thanks, YouTube!) or even use free design software such as Canva.

 

Video is the future.

It’s hard not to notice video’s rapid rise in media. If this tactic isn’t part of your efforts this year, you are potentially missing out reaching a huge audience. 147 million Americans watch video on the internet, and that number continues to rise. To reach this audience, check out Instagram stories or IGTV, or plan a Facebook Live. For example, Dittoe PR used IGTV recently when sharing our favorite moments of 2018, and that video received more than 250 views. There are so many ways to engage with video – try some out!

 

Hone your photographic eye.

Whether you are taking photos at an event to send in a pinch or snapping a shot for social media, knowing how to take an eye-catching photo can give you a step up. Want to try it out? Try using different angles, light, and dimensions when taking photos. Practice your skills (even just on your iPhone!) and snap away.

 

Stay social media savvy.

Understanding two-way communication with your audience on social media platforms is key in today’s social media driven world. Social media is not only for sharing, it is also great for engaging and interacting with your followers. Create a social media plan, post consistently, and interact with your followers to build your community. And don’t forget to test out those new photos, videos and graphics you created!

 

Keep up to date.

In a rapidly changing industry, it’s important to keep up with the latest trends and tactics. Some easy ways to stay up-to-date include following PR blogs on Twitter, setting Google alerts and being involved in your local PRSA chapter. We also post more trends and tips on our blog.

 

At Dittoe PR, we are proud to provide results-focused campaigns and custom strategies for our clients. Interested in learning more? Contact Lauryn Gray at lauryn@dittoepr.com to set up a consultation for your company today!

 

By: Keeley Miller (Dittoe PR intern)

Pitching 101: Media advisories, press releases and more

Being a young professional in the industry, many of my closest friends and family still don’t understand exactly what public relations and media relations consists of. To keep the conversation short and sweet, I describe my profession as “emailing reporters and asking them to cover my client’s story,” which isn’t technically wrong. But it’s also so much more than that.

 

From drafting media advisories and finalizing press releases, to tailoring the perfect email pitch to the lifestyle reporter, my job can get pretty hectic!

 

In order to get coverage for a client, these tactics are the most important pieces to the media relations puzzle. Check out the most common – and successful- tools for pitching your ideal reporter below:

 

Press release

A press release, also commonly referred to as a news release, is a PR professional’s greatest asset and tool (besides the AP Stylebook!). A press release is a short, compelling news story with statements from the company that outline the most important details of an announcement. A few examples that warrant a press release include:

 

  • Moving to/opening a new location
  • Announcing a new product or service
  • Announcing a key new hire or promotion
  • Winning an award
  • Company rebrand
  • Promoting an upcoming event

 

Press releases are written with the intention of sending to members of the media. Yes, sometimes they can be housed on a company website, but the sole purpose is for the media to pick one up and decide to cover the announcement in an upcoming broadcast or draft a story online or in print.

 

Media advisory

A media advisory is not a press release and the intent is actually different, too. A media advisory is written for the media, but it’s used to make them aware of your announcement, and hopefully to cover it, too! Media advisories work best for events, press conferences or grand openings. It’s common that an event might warrant both a press release and a media advisory, if it’s important enough.

 

The best media advisories should include the “5 W’s” or the who, what, where, when and why of the event. If your advisory is lacking any details or information, it’s likely the reporter won’t take the time to reach out and ask for clarification.

 

Basic pitch

Believe it or not, sometimes your email to a reporter doesn’t have to include a release or an advisory. If you have something newsworthy for a client, but you’re not necessarily inviting them anywhere or it doesn’t warrant a release, you also have the option to simply draft the perfect email and hit send. It’s a great, quick and easy way to get your client’s name out there without spending hours on creating an extra deliverable.

 

If you decide to send a pitch, personalize it! Depending on who you’re pitching, reporters can get upwards of 500 emails each day. So, make your pitch stand out against the rest.

 

A few ways to do this include using catchy emojis or their first name in the subject line. Personalize your email further by finding out what the reporter enjoys or what they typically write about and tying it into your intro. I like to visit reporters’ Twitter accounts to gain insight before hitting send. Whatever you do though, make sure your pitch is filled with information and leave nothing to the imagination.

 

Hopefully I’ve given you enough basic information to get you started. Remember, include all the details, make it unique, make it personal, and you’re bound to have luck! Just keep pitching.

 

Need help drafting your next press release? Looking to get results for your next company announcement?  Contact Lauryn Gray at lauryn@dittoepr.com to set up a consultation today!